Download or read book The Future of Advertising written by Joe Cappo and published by McGraw-Hill Companies. This book was released on 2003 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this Advertising Age title, leading ad industry thinker Joe Cappo delivers a powerful gaze into the future of the business in The Future of Advertising. Cappo, a veteran ad industry observer, player and chronicler, provides advertising and marketing pros with a brief recap of the factors that impacted their industry most in the late 1990s - inside and out - plus compelling advice on how to position themselves, their work, and their businesses in order to best meet the needs of clients and the market in the immediate years ahead. Cappo reveals the changes that reshaped the internal workings of the ad biz including the consolidation of major agencies, changes in the commission system, plus structural changes in most agency's internal organizations. He predicts what additional changes are likely to occur and why. He also explores how external factors like declining audience share on network television, increasingly diverse and discriminating consumers, marketing "below the line", category killer retailers, as well as the advent of dot.coms and their now-dwindling mega ad budgets are continuing to rock the industry to its core. He offers insight on how the Internet, e-tailing, brand